critical marketing-xu.docxVIP

Critical Thinking on STP ModelModule: MN5051 Marketing- A Critical IntroductionCandidate Number：1203800Date of Submission: 23/01/2012Word Count: 1987Marketing theory is important to companies as it guides the managers to make right decisions in the marketing. But it is a theory developed from the practice. So as the time changes, competition situation becoming fierce, computer and internet technology developing, the consumers’ minds, preferences and spending habits different from past times, the old and traditional marketing theories becoming a little obsolete and not make sense any more (Ardley 2011). We must critically evaluate the effects of the theories today and apply them in a way that can adapt to the modern marketing now. This paper discusses in detail the implications of Kolter’s STP model, with examples to prove each point. And then it brings forward how to effectively make the decision of positioning.The Positioning is rated as the concept which has the biggest impact on the USA marketing theory. But now the traditional marketing, which is based on 4P (product, price, place and promotion), is having problems in good positioning. The companies which follow the traditional marketing method did not find it competitive in its market. But according to Kolter, if a company makes the right product, price it properly, use appropriate channels to sell it and deploy good promotion, the company can win market share and make profit in the market (Burton 2001). But as the competition becoming fierce, the wide popularity of the marketing theory and knowledge, the quick imitation of the new innovation, people find that the traditional marketing doesn’t work any longer. Many companies, like Bird, TCL and Lenovo in China, suffer the pain that it just taken place for several years from the brilliant rise in the market to meeting big difficulties and bottleneck. What makes them more upset is that they are on the same track, that is to say, they are striking similar to each